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Test Bank For Advertising And Integrated Brand Promotion, 7th Edition

Test Bank For Advertising And Integrated Brand Promotion, 7th Edition prepares you for success with a mix of theoretical knowledge, problem-solving techniques, and exam strategies.

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    1. I n th e ne w worl d o f advertising , mas s medi a i s nonexistent. a . True b. False ANSWER: False DIFFICULTY : Easy LEARNING OBJECTIVES: AIBP.OGUI.15.1 - 1 NATIONAL STANDARDS: Unite d State s - BUSPROG : Analytic STAT E STANDARDS : Unite d State s - Ohi o - DISC : Marketin g Plan KEYWORDS: Bloom's : Knowledge 2. Consume r preference s an d ne w technologie s ar e reshapin g th e communicatio n environment. a . True b. False ANSWER: True DIFFICULTY : Easy LEARNING OBJECTIVES: AIBP.OGUI.15.1 - 1 NATIONAL STANDARDS: Unite d State s - BUSPROG : Analytic STAT E STANDARDS : Unite d State s - Ohi o - DISC : Customer KEYWORDS: Bloom's : Knowledge 3. Th e organizatio n tha t pay s fo r a n advertisemen t i s referre d t o a s th e client. a . True b. False ANSWER: True DIFFICULTY : Easy LEARNING OBJECTIVES: AIBP.OGUI.15.1 - 1 NATIONAL STANDARDS: Unite d State s - BUSPROG : Analytic STAT E STANDARDS : Unite d State s - Ohi o - DISC : Marketin g Plan KEYWORDS: Bloom's : Knowledge 4. A bran d tha t doe s no t mee t custome r need s ca n stil l b e ver y successfu l i f i t advertise s it s product s extensively. a . True b. False ANSWER: False DIFFICULTY : Moderate LEARNING OBJECTIVES: AIBP.OGUI.15.1 - 1 NATIONAL STANDARDS: Unite d State s - BUSPROG : Analytic STAT E STANDARDS : Unite d State s - Ohi o - DISC : Customer KEYWORDS: Bloom's : Comprehension

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    5. Kriste n Cross , a n actress , wa s interviewe d b y new s reporter s abou t wha t sh e though t he r fan s shoul d kno w about he r ne w movie . Thi s woul d b e considere d a s a n advertisement. a . True b. False ANSWER: False DIFFICULTY : Moderate LEARNING OBJECTIVES: AIBP.OGUI.15.1 - 1 NATIONAL STANDARDS: Unite d State s - BUSPROG : Analytic STAT E STANDARDS : Unite d State s - Ohi o - DISC : Promotion KEYWORDS: Bloom's : Application 6. A televisio n commercia l showin g th e effect s o f smokin g display s a fres h appl e an d anothe r tha t ha s decayed . The a d states , "Smokin g kills. " Th e commercia l wa s pai d fo r b y a medica l company . Thi s i s a n exampl e o f a public servic e announcement. a . True b. False ANSWER: False DIFFICULTY : Moderate LEARNING OBJECTIVES: AIBP.OGUI.15.1 - 1 NATIONAL STANDARDS: Unite d State s - BUSPROG : Analytic STAT E STANDARDS : Unite d State s - Ohi o - DISC : Marketin g Plan KEYWORDS: Bloom's : Application 7. A fir m tha t manufacture s a devic e tha t alleviate s slee p apnea , produce s a televisio n commercia l tha t deliver s facts abou t th e product . Therefore , th e objectiv e o f th e a d i s no t t o persuad e th e custome r becaus e th e a d i s purely informational. a . True b. False ANSWER: False DIFFICULTY : Moderate LEARNING OBJECTIVES: AIBP.OGUI.15.1 - 1 NATIONAL STANDARDS: Unite d State s - BUSPROG : Analytic STAT E STANDARDS : Unite d State s - Ohi o - DISC : Promotion KEYWORDS: Bloom's : Application

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    KEYWORDS: Bloom's : Knowledge 8. Orang e Inc. , a cel l phon e manufacturer , ha s launche d promotion s o f it s ne w produc t i n loca l newspapers , billboards, an d th e company' s website , an d ha s distribute d flyer s i n loca l universities . Thi s i s a n exampl e o f a n integrate d brand promotion. a . True b. False ANSWER: True DIFFICULTY : Moderate LEARNING OBJECTIVES: AIBP.OGUI.15.1 - 1 NATIONAL STANDARDS: Unite d State s - BUSPROG : Analytic STAT E STANDARDS : Unite d State s - Ohi o - DISC : Promotion KEYWORDS: Bloom's : Application 9. Integrate d bran d promotio n (IBP ) tool s includ e variou s type s o f advertising , bu t doe s no t includ e traditional advertisin g forms. a . True b. False ANSWER: False DIFFICULTY : Easy LEARNING OBJECTIVES: AIBP.OGUI.15.1 - 1 NATIONAL STANDARDS: Unite d State s - BUSPROG : Analytic STAT E STANDARDS : Unite d State s - Ohi o - DISC : Promotion KEYWORDS: Bloom's : Knowledge 10 . A n advertisemen t refer s t o a specifi c messag e tha t a n organizatio n ha s create d t o persuad e a n audience. a . True b. False ANSWER: True DIFFICULTY : Easy LEARNING OBJECTIVES: AIBP.OGUI.15.1 - 1 NATIONAL STANDARDS: Unite d State s - BUSPROG : Analytic STAT E STANDARDS : Unite d State s - Ohi o - DISC : Marketin g Plan KEYWORDS: Bloom's : Knowledge 11 . Mass - mediate d communicatio n ha s thre e majo r components : production , accommodation , an d distribution. a . True b. False ANSWER: False DIFFICULTY : Easy LEARNING OBJECTIVES: AIBP.OGUI.15.1 - 2 NATIONAL STANDARDS: Unite d State s - BUSPROG : Analytic STAT E STANDARDS : Unite d State s - Ohi o - DISC : Marketin g Plan

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    12 . A targe t audienc e i s a particula r grou p o f consumer s single d ou t b y a n organizatio n fo r a n advertisin g o r IBP campaign. a . True b. False ANSWER: True DIFFICULTY : Easy LEARNING OBJECTIVES: AIBP.OGUI.15.1 - 3 NATIONAL STANDARDS: Unite d State s - BUSPROG : Analytic STAT E STANDARDS : Unite d State s - Ohi o - DISC : Customer KEYWORDS: Bloom's : Knowledge 13 . A produce r o f educationa l material s want s t o delive r a n advertisin g messag e t o a n audienc e o f teacher s and principals . I n thi s scenario , persona l sellin g woul d b e th e bes t optio n becaus e thi s too l i s appropriat e fo r large group s o f people. a . True b. False ANSWER: False DIFFICULTY : Moderate LEARNING OBJECTIVES: AIBP.OGUI.15.1 - 3 NATIONAL STANDARDS: Unite d State s - BUSPROG : Analytic STAT E STANDARDS : Unite d State s - Ohi o - DISC : Promotion KEYWORDS: Bloom's : Application 14 . Governmen t official s ar e th e mos t conspicuou s audienc e categor y i n tha t mos t mas s medi a advertisin g i s directe d at them. a . True b. False ANSWER: False DIFFICULTY : Easy LEARNING OBJECTIVES: AIBP.OGUI.15.1 - 3 NATIONAL STANDARDS: Unite d State s - BUSPROG : Analytic STAT E STANDARDS : Unite d State s - Ohi o - DISC : Customer KEYWORDS: Bloom's : Knowledge 15 . Blitz , a popula r kitche n appliance s manufacturer , launche s it s ne w lin e o f blenders . T o promot e it s product , i t uses th e sam e billboar d ad s acros s differen t countrie s aroun d th e world . Thi s i s a n exampl e o f internationa l advertising. a . True b. False ANSWER: False DIFFICULTY : Moderate LEARNING OBJECTIVES: AIBP.OGUI.15.1 - 3 NATIONAL STANDARDS: Unite d State s - BUSPROG : Reflectiv e Thinking STAT E STANDARDS : Unite d State s - Ohi o - DISC : Promotion KEYWORDS: Bloom's : Application

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    KEYWORDS: Bloom's : Knowledge 16 . Harry' s Worl d i s a departmen t stor e tha t operate s i n thre e differen t state s i n th e countr y o f Rhodia . Harry' s World advertise s it s store s onl y i n thes e thre e states . Thi s i s a n exampl e o f regiona l advertising. a . True b. False ANSWER: True DIFFICULTY : Easy LEARNING OBJECTIVES: AIBP.OGUI.15.1 - 3 NATIONAL STANDARDS: Unite d State s - BUSPROG : Analytic STAT E STANDARDS : Unite d State s - Ohi o - DISC : Promotion KEYWORDS: Bloom's : Application 17 . Th e marketin g mi x involve s fou r area s o f responsibility — conceiving , pricing , promoting , an d distributing — involved i n th e promotio n o f goods , services , o r ideas. a . True b. False ANSWER: True DIFFICULTY : Easy LEARNING OBJECTIVES: AIBP.OGUI.15.1 - 4 NATIONAL STANDARDS: Unite d State s - BUSPROG : Reflectiv e Thinking STAT E STANDARDS : Unite d State s - Ohi o - DISC : Marketin g Plan KEYWORDS: Bloom's : Knowledge 18 . Advertisin g i s onl y on e are a o f th e marketin g mix , an d i t represent s onl y on e o f th e man y differen t integrate d brand promotio n tool s use d i n th e marketin g mix. a . True b. False ANSWER: True DIFFICULTY : Moderate LEARNING OBJECTIVES: AIBP.OGUI.15.1 - 4 NATIONAL STANDARDS: Unite d State s - BUSPROG : Analytic STAT E STANDARDS : Unite d State s - Ohi o - DISC : Marketin g Plan KEYWORDS: Bloom's : Comprehension 19 . A bran d varian t i s create d whe n a compan y adapt s an d expand s it s curren t bran d int o a ne w produc t area. a . True b. False ANSWER: True DIFFICULTY : Easy LEARNING OBJECTIVES: AIBP.OGUI.15.1 - 4 NATIONAL STANDARDS: Unite d State s - BUSPROG : Analytic STAT E STANDARDS : Unite d State s - Ohi o - DISC : Product

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    20 . Bran d equit y occur s ove r a shor t perio d o f time. a . True b. False ANSWER: False DIFFICULTY : Easy LEARNING OBJECTIVES: AIBP.OGUI.15.1 - 4 NATIONAL STANDARDS: Unite d State s - BUSPROG : Analytic STAT E STANDARDS : Unite d State s - Ohi o - DISC : Marketin g Plan KEYWORDS: Bloom's : Knowledge 21 . Consumers ’ perception s ca n b e base d o n tangibl e difference s o r o n imag e an d styl e factors. a . True b. False ANSWER: True DIFFICULTY : Moderate LEARNING OBJECTIVES: AIBP.OGUI.15.1 - 4 NATIONAL STANDARDS: Unite d State s - BUSPROG : Analytic STAT E STANDARDS : Unite d State s - Ohi o - DISC : Customer KEYWORDS: Bloom's : Comprehension 22 . Th e essentia l tas k fo r advertisin g i s t o develo p a messag e tha t i s differen t an d unmistakabl y linke d t o a company’s brand. a . True b. False ANSWER: True DIFFICULTY : Moderate LEARNING OBJECTIVES: AIBP.OGUI.15.1 - 4 NATIONAL STANDARDS: Unite d State s - BUSPROG : Analytic STAT E STANDARDS : Unite d State s - Ohi o - DISC : Promotion KEYWORDS: Bloom's : Comprehension 23 . Cuddles , a baby' s retai l clothin g brand , use s th e softes t cotto n woo l tha t enable s it s product s t o stan d ou t fro m those o f it s competitors . Cuddle s ha s use d externa l positionin g t o stan d ou t ove r it s competitors. a . True b. False ANSWER: True DIFFICULTY : Moderate LEARNING OBJECTIVES: AIBP.OGUI.15.1 - 4 NATIONAL STANDARDS: Unite d State s - BUSPROG : Analytic STAT E STANDARDS : Unite d State s - Ohi o - DISC : Strategy KEYWORDS: Bloom's : Application

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    24 . Th e marketin g proces s i s designe d t o generat e revenu e fo r th e firm. a . True b. False ANSWER: True DIFFICULTY : Easy LEARNING OBJECTIVES: AIBP.OGUI.15.1 - 4 NATIONAL STANDARDS: Unite d State s - BUSPROG : Analytic STAT E STANDARDS : Unite d State s - Ohi o - DISC : Strategy KEYWORDS: Bloom's : Knowledge 25 . Whe n a n organizatio n create s large - scal e deman d fo r it s brand , th e quantit y o f produc t produce d i s increase d which lead s t o highe r uni t productio n costs. a . True b. False ANSWER: False DIFFICULTY : Moderate LEARNING OBJECTIVES: AIBP.OGUI.15.1 - 4 NATIONAL STANDARDS: Unite d State s - BUSPROG : Analytic STAT E STANDARDS : Unite d State s - Ohi o - DISC : Strategy KEYWORDS: Bloom's : Comprehension 26 . Primar y deman d stimulatio n i s likel y t o hav e a n impac t onl y o n thos e product s tha t hav e bee n i n th e marke t fo r a lon g time. a . True b. False ANSWER: False DIFFICULTY : Easy LEARNING OBJECTIVES: AIBP.OGUI.15.1 - 4 NATIONAL STANDARDS: Unite d State s - BUSPROG : Analytic STAT E STANDARDS : Unite d State s - Ohi o - DISC : Strategy KEYWORDS: Bloom's : Knowledge 27 . A late-nigh t televisio n commercia l fo r kitche n appliance s urge s viewer s t o respon d t o th e ad . I t states , “Cal l this toll-fre e numbe r i n th e nex t 3 0 minute s t o receiv e a fre e cuttin g board ” an d assure s the m tha t “Operator s ar e on duty. ” Thi s i s a n exampl e o f direc t respons e advertising. a . True b. False ANSWER: True DIFFICULTY : Moderate LEARNING OBJECTIVES: AIBP.OGUI.15.1 - 4 NATIONAL STANDARDS: Unite d State s - BUSPROG : Analytic STAT E STANDARDS : Unite d State s - Ohi o - DISC : Promotion KEYWORDS: Bloom's : Application

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    28 . Delaye d respons e advertisin g relie s o n imager y an d messag e theme s tha t emphasiz e th e benefit s an d satisfying characteristic s o f a brand. a . True b. False ANSWER: True DIFFICULTY : Easy LEARNING OBJECTIVES: AIBP.OGUI.15.1 - 4 NATIONAL STANDARDS: Unite d State s - BUSPROG : Analytic STAT E STANDARDS : Unite d State s - Ohi o - DISC : Promotion KEYWORDS: Bloom's : Knowledge 29 . Gros s domesti c produc t i s th e measur e o f th e tota l valu e o f good s an d service s produce d b y a n organization. a . True b. False ANSWER: False DIFFICULTY : Easy LEARNING OBJECTIVES: AIBP.OGUI.15.1 - 4 NATIONAL STANDARDS: Unite d State s - BUSPROG : Analytic STAT E STANDARDS : Unite d State s - Ohi o - DISC : Marketin g Plan KEYWORDS: Bloom's : Knowledge 30 . Advertisin g i s relate d t o th e gros s domesti c produc t i n tha t i t ca n contribut e t o level s o f overal l consume r demand whe n i t help s introduc e ne w products. a . True b. False ANSWER: True DIFFICULTY : Easy LEARNING OBJECTIVES: AIBP.OGUI.15.1 - 4 NATIONAL STANDARDS: Unite d State s - BUSPROG : Analytic STAT E STANDARDS : Unite d State s - Ohi o - DISC : Marketin g Plan KEYWORDS: Bloom's : Knowledge 31 . Whe n a bran d i s perceive d b y consumer s a s on e i n whic h th e valu e o f product s i s lowe r tha n it s costs , th e bran d is sai d t o hav e bran d equity. a . True b. False ANSWER: False DIFFICULTY : Easy LEARNING OBJECTIVES: AIBP.OGUI.15.1 - 4 NATIONAL STANDARDS: Unite d State s - BUSPROG : Analytic STAT E STANDARDS : Unite d State s - Ohi o - DISC : Strategy KEYWORDS: Bloom's : Knowledge

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    32 . Symboli c valu e differ s fro m socia l meanin g i n tha t socia l meanin g refer s t o wha t a produc t o r service s mean s t o an organizatio n i n a non - litera l way. a . True b. False ANSWER: False DIFFICULTY : Moderate LEARNING OBJECTIVES: AIBP.OGUI.15.1 - 4 NATIONAL STANDARDS: Unite d State s - BUSPROG : Analytic STAT E STANDARDS : Unite d State s - Ohi o - DISC : Product KEYWORDS: Bloom's : Comprehension 33 . Socia l meanin g refer s t o wha t a produc t o r servic e mean s i n a societa l context. a . True b. False ANSWER: True DIFFICULTY : Easy LEARNING OBJECTIVES: AIBP.OGUI.15.1 - 4 NATIONAL STANDARDS: Unite d State s - BUSPROG : Analytic STAT E STANDARDS : Unite d State s - Ohi o - DISC : Product KEYWORDS: Bloom's : Knowledge 34 . Integrate d marketin g communicatio n lay s emphasi s o n communication , an d no t o n th e brand. a . True b. False ANSWER: False DIFFICULTY : Easy LEARNING OBJECTIVES: AIBP.OGUI.15.1 - 5 NATIONAL STANDARDS: Unite d State s - BUSPROG : Analytic STAT E STANDARDS : Unite d State s - Ohi o - DISC : Marketin g Plan KEYWORDS: Bloom's : Knowledge 35 . T o surviv e i n today’ s marketplace , contemporar y businesse s an d organization s ar e strongl y focusin g o n on e single concept — communication. a . True b. False ANSWER: False DIFFICULTY : Easy LEARNING OBJECTIVES: AIBP.OGUI.15.1 - 5 NATIONAL STANDARDS: Unite d State s - BUSPROG : Analytic STAT E STANDARDS : Unite d State s - Ohi o - DISC : Marketin g Plan KEYWORDS: Bloom's : Knowledge

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    36 . Firm s hav e no t full y exploite d al l th e opportunitie s that smartphone s o r iPads. a . broadcas t media b. mobil e marketing c . persona l selling d. prin t media ha s t o offe r throug h communicatio n vi a device s like ANSWER: b DIFFICULTY : Moderate LEARNING OBJECTIVES: AIBP.OGUI.15.1 - 1 NATIONAL STANDARDS: Unite d State s - BUSPROG : Analyitc STAT E STANDARDS : Unite d State s - Ohi o - DISC : Promotion KEYWORDS: Bloom's : Comprehension 37 . Whic h o f th e followin g i s tru e regardin g advertising? a . Advertisin g i s a externa l t o th e socia l interactio n process. b. Advertisin g i s solel y responsibl e fo r th e increas e o f produc t sales. c . Advertisin g play s a pivota l rol e i n worl d commerce. d. Advertisin g i s a simpl e communicatio n process. ANSWER: c DIFFICULTY : Easy LEARNING OBJECTIVES: AIBP.OGUI.15.1 - 1 NATIONAL STANDARDS: Unite d State s - BUSPROG : Reflectiv e Thi n - BUSPROG : Analytic STAT E STANDARDS : Unite d State s - Ohi o - DISC : Marketin g Plan KEYWORDS: Bloom's : Knowledge 38 . KidsCause , a metropolita n outreac h organizatio n tha t collect s an d donate s toy s fo r need y children , buy s airtim e on WXX Y ( a loca l T V station ) t o promot e it s annua l to y collection . Amazin g Ads , a loca l a d agency , shoot s th e video an d produce s a 30 - secon d commercia l an d Downtow n Del i donate s sandwiche s fo r volunteer s o n th e day s that KidsCaus e collects , wraps , an d distribute s toys . I n thi s promotiona l effort , wh o i s th e client? a . Amazin g Ads b. Downtow n Deli c . WXXY d. KidsCause ANSWER: d DIFFICULTY : Challenging LEARNING OBJECTIVES: AIBP.OGUI.15.1 - 1 NATIONAL STANDARDS: Unite d State s - BUSPROG : Reflectiv e Thinking STAT E STANDARDS : Unite d State s - Ohi o - DISC : Promotion KEYWORDS: Bloom's : Application

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    LEARNING OBJECTIVES: NATIONAL STANDARDS: STAT E STANDARDS: KEYWORDS: AIBP.OGUI.15.1 - 1 Unite d State s - BUSPROG : Reflectiv e Thinking Unite d State s - Ohi o - DISC : Promotion Bloom's : Application 39 . Publi c servic e announcement s (PSAs): a . ar e a typ e o f advertisin g tha t ar e ru n b y nonprofi t organizations. b. are commercial they way that ads are. c . attemp t onl y persuad e an d no t t o inform. d. ar e no t pai d fo r lik e a n ad. ANSWER: d DIFFICULTY : Easy LEARNING OBJECTIVES: AIBP.OGUI.15.1 - 1 NATIONAL STANDARDS: Unite d State s - BUSPROG : Reflectiv e Thi n - BUSPROG : Analytic STAT E STANDARDS : Unite d State s - Ohi o - DISC : Marketin g Plan KEYWORDS: Bloom's : Knowledge 40 . Rachel , th e mayo r o f Genovia , ha d recentl y appeare d o n a loca l new s telecast . Sh e state d tha t sh e shoul d b e re - electe d becaus e sh e contribute d t o th e increase d rat e o f employmen t i n th e metropolita n area . I n orde r fo r her messag e t o b e considere d a s a n advertisement , whic h o f th e followin g condition s shoul d b e met? a . Th e messag e mus t b e noncommercial. b. Ther e mus t b e a publi c servic e announcemen t included. c . Th e airtim e mus t b e pai d for. d. Th e messag e mus t involv e th e promotio n o f a product. ANSWER: c DIFFICULTY : Challenging LEARNING OBJECTIVES: AIBP.OGUI.15.1 - 1 NATIONAL STANDARDS: Unite d State s - BUSPROG : Reflectiv e Thinking STAT E STANDARDS : Unite d State s - Ohi o - DISC : Promotion KEYWORDS: Bloom's : Application 41 . "Mak e love , no t war " state d a t th e en d o f a radi o statio n broadcas t i s a n exampl e of: a . a mobil e advertisement. b. influence r marketing. c . persona l selling. d. a publi c servic e announcement. ANSWER: d DIFFICULTY : Moderate

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    KEYWORDS: Bloom's : Application 42 . Whic h o f th e followin g i s a n essentia l criteri a fo r communicatio n t o b e considere d a s a n advertisement? a . Th e communicatio n mus t b e noncommercial. b. I t mus t b e a mass - mediate d attemp t t o persuade. c . Th e messag e conveye d mus t b e short. d. I t mus t involv e face - to - fac e communication. ANSWER: b DIFFICULTY : Moderate LEARNING OBJECTIVES: AIBP.OGUI.15.1 - 1 NATIONAL STANDARDS: Unite d State s - BUSPROG : Analytic STAT E STANDARDS : Unite d State s - Ohi o - DISC : Marketin g Plan KEYWORDS: Bloom's : Comprehension 43 . Base d o n th e criteri a tha t define s advertising , whic h o f th e followin g example s woul d b e considere d a s advertising? a . A candidat e fo r cit y counci l goin g door - to - doo r urgin g peopl e t o vot e fo r her b. A ca r manufacture r statin g th e efficienc y o f it s produc t t o motivat e customer s t o mak e a purchase c . A publi c servic e announcemen t abou t th e danger s o f talkin g o n th e phon e whil e driving d. A n acto r bein g interviewe d o n televisio n abou t hi s campaig n t o ai d peopl e wit h physica l disabilities ANSWER: b DIFFICULTY : Challenging LEARNING OBJECTIVES: AIBP.OGUI.15.1 - 1 NATIONAL STANDARDS: Unite d State s - BUSPROG : Reflectiv e Thinking STAT E STANDARDS : Unite d State s - Ohi o - DISC : Promotion KEYWORDS: Bloom's : Application 44 . YouStock , a n onlin e broker , pay s fo r a 60 - secon d televisio n commercia l t o b e telecas t durin g th e Footbal l World Cup . Th e commercia l promote s th e reliabilit y o f YouStock’ s advice , expertise , an d persona l attentio n i n assisting onlin e customer s wit h stoc k portfoli o creatio n an d management . Th e spo t create d b y YouStoc k is: a . a publi c servic e announcement. b. a point - of - purchas e advertisement. c . representativ e o f persona l selling. d. a n advertisemen t promotin g a service. ANSWER: d DIFFICULTY : Challenging LEARNING OBJECTIVES: AIBP.OGUI.15.1 - 1 NATIONAL STANDARDS: Unite d State s - BUSPROG : Reflectiv e Thinking STAT E STANDARDS : Unite d State s - Ohi o - DISC : Strategy

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    LEARNING OBJECTIVES: NATIONAL STANDARDS: STAT E STANDARDS: KEYWORDS: AIBP.OGUI.15.1 - 1 Unite d State s - BUSPROG : Reflectiv e Thinking Unite d State s - Ohi o - DISC : Promotion Bloom's : Application 45 . Integrate d bran d promotio n (IBP ) ca n b e define d as: a . th e collaboratio n o f tw o o r mor e brand s withi n a singl e advertisemen t wit h th e inten t o f sharin g costs. b. th e coordinatio n o f a numbe r o f promotiona l tool s t o creat e widesprea d bran d exposure. c . a company' s decisio n t o focu s o n a wid e rang e o f traditiona l advertisin g form s t o replac e nontraditional forms. d. a uniqu e concep t see n mainl y i n loca l advertisin g campaigns. ANSWER: b DIFFICULTY : Easy LEARNING OBJECTIVES: AIBP.OGUI.15.1 - 1 NATIONAL STANDARDS: Unite d State s - BUSPROG : Analytic STAT E STANDARDS : Unite d State s - Ohi o - DISC : Promotion KEYWORDS: Bloom's : Knowledge 46 . Whic h o f th e followin g i s tru e o f integrate d bran d promotio n (IBP)? a . I t i s a simpl e process. b. I t use s promotiona l tool s tha t d o no t nee d t o b e evaluated. c . I t prevent s th e exposur e o f a brand. d. I t allo w marketer s t o reac h targe t customer s i n differen t ways. ANSWER: d DIFFICULTY : Easy LEARNING OBJECTIVES: AIBP.OGUI.15.1 - 1 NATIONAL STANDARDS: Unite d State s - BUSPROG : Analytic STAT E STANDARDS : Unite d State s - Ohi o - DISC : Promotion KEYWORDS: Bloom's : Knowledge 47 . Natur e Fresh , a loca l grocer y stor e chain , ha s decide d t o ru n a serie s o f advertisements . Fo r thi s t o b e considered a s a n advertisin g campaign , Natur e Fresh' s ad s must: a . focu s o n stor e product s rathe r tha n stor e services. b. target a mass audience. c . appea r i n prin t media. d. b e unpai d communication. ANSWER: b DIFFICULTY : Challenging

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    48 . Th e tw o majo r component s o f th e mass - mediate d communicatio n mode l are: a . primar y deman d an d selectiv e demand. b. advertise r an d consumer. c . interna l positio n an d externa l position. d. productio n an d reception. ANSWER: d DIFFICULTY : Easy LEARNING OBJECTIVES: AIBP.OGUI.15.1 - 2 NATIONAL STANDARDS: Unite d State s - BUSPROG : Analytic STAT E STANDARDS : Unite d State s - Ohi o - DISC : Marketin g Plan KEYWORDS: Bloom's : Knowledge 49 . I n th e mode l o f mass - mediate d communication , the: a . producer s o f th e messag e contro l th e receptio n o f th e content. b. producer s o f th e messag e contro l th e interpretatio n o f th e content. c . consumer s interpre t ad s i n a wa y tha t make s sens e t o the m individuall y an d serve s thei r needs. d. receiver' s interpretation s ar e invariabl y compatibl e wit h wha t th e produce r intende d t o convey. ANSWER: c DIFFICULTY : Moderate LEARNING OBJECTIVES: AIBP.OGUI.15.1 - 2 NATIONAL STANDARDS: Unite d State s - BUSPROG : Analytic STAT E STANDARDS : Unite d State s - Ohi o - DISC : Customer KEYWORDS: Bloom's : Comprehension 50 . Bra d an d hi s wife , Carl a ar e watchin g a commercia l tha t they’v e neve r see n before . Bra d think s tha t th e a d is humorous . However , Carl a find s th e a d monotonou s an d uninteresting . Thi s exampl e illustrate s that: a . ad s ar e interprete d differentl y base d o n a person' s experience s an d beliefs. b. wha t a messag e mean s t o an y give n consume r i s a functio n a n isolate d solitar y thinker. c . th e a d i s communicate d effectivel y t o it s targe t audience. d. th e a d contain s th e sam e meanin g fo r al l audienc e members. ANSWER: a DIFFICULTY : Challenging LEARNING OBJECTIVES: AIBP.OGUI.15.1 - 2 NATIONAL STANDARDS: Unite d State s - BUSPROG : Reflectiv e Thinking STAT E STANDARDS : Unite d State s - Ohi o - DISC : Customer KEYWORDS: Bloom's : Application

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    51 . Durin g th e Nationa l Basketbal l Championship , a nationa l sport s equipmen t manufacture r run s a n edgy , fast - paced commercia l featurin g a well - know n hi p ho p artist . A grou p o f universit y student s watchin g th e a d i n a fraternity hous e interpret s th e commercia l i n roughl y th e sam e way . Whic h o f th e followin g i s a reaso n wh y audience member s shar e a simila r interpretatio n o f th e ad? a . Th e background s an d valu e system s o f audienc e member s ar e similar. b. Th e interpretatio n o f a n a d i s a functio n o f a n isolate d solitar y thinker. c . Ad s contai n a singl e meanin g fo r al l member s o f a targe t audience. d. Communicatio n i s inherentl y a n individua l proces s an d no t a socia l process. ANSWER: a DIFFICULTY : Challenging LEARNING OBJECTIVES: AIBP.OGUI.15.1 - 2 NATIONAL STANDARDS: Unite d State s - BUSPROG : Reflectiv e Thinking STAT E STANDARDS : Unite d State s - Ohi o - DISC : Customer KEYWORDS: Bloom's : Application 52 . A particula r grou p o f consumer s tha t i s single d ou t b y a n organizatio n fo r it s advertisin g o r integrate d brand promotio n campaig n i s called: a . a target audience. b. cooperativ e advertising. c . a focu s group d. a sponsorship. ANSWER: a DIFFICULTY : Easy LEARNING OBJECTIVES: AIBP.OGUI.15.1 - 3 NATIONAL STANDARDS: Unite d State s - BUSPROG : Analytic STAT E STANDARDS : Unite d State s - Ohi o - DISC : Customer KEYWORDS: Bloom's : Knowledge 53 . Th e promotiona l too l use d mos t ofte n t o communicat e wit h member s o f a trad e channe l i s persona l selling . Which o f th e followin g i s a reaso n behin d this? a . Persona l sellin g i s th e mos t inexpensiv e for m o f communication. b. Member s o f trad e channel s ar e th e mos t conspicuou s audience. c . Member s o f trad e channel s ar e th e targe t audienc e fo r producer s o f onl y househol d products. d. Th e targe t audienc e represent s a relativel y small , easil y identifiabl e group. ANSWER: d DIFFICULTY : Challenging LEARNING OBJECTIVES: AIBP.OGUI.15.1 - 3 NATIONAL STANDARDS: Unite d State s - BUSPROG : Analytic STAT E STANDARDS : Unite d State s - Ohi o - DISC : Promotion KEYWORDS: Bloom's : Application

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